云南省旅游营销策划--毕业论文.doc

毕业论文 云南省旅游营销策划 ——以中小旅游景区为例 摘 要 当今社会，中国旅游业进入了黄金时期，对于云南省旅游业来说，机遇与挑战并存。近年来，云南省旅游业发展势头良好，但同时也存在着较大的问题。旅游产品相似，缺乏创新意识，旅游中服务质量差，顾客满意度不高。其次，云南省热门景区如大理、丽江等地游客大幅度集中涌入，导致景区负荷运转，不仅服务质量下降，环境保护也不到位。而云南省对中小旅游景区的宣传不到位，大多小景点却鲜为人知。因此，本文主要通过营销策划的形式，以新颖的旅游宣传、活动来提升云南省中小旅游景区的知名度。结合市场的变化和发展趋势，根据特有的旅游资源和深厚的文化底蕴，制定适合云南省中小景区的旅游宣传方案。让游客在短时间内了解云南，改变固有的云南映象，认识更多景区，提升中小旅游景区的知名度和美誉度，使游客在云南旅游时能获得最愉快的精神享受。 关键词： 云南；旅游；营销策划 Abstract Nowadays, Chinas tourism industry has entered a golden period. There are opportunities and challenges in development of Yunnan tourism industry. In recent years, Yunnan tourism has developing well, but there exist some problems. First of all, similar tourism products, lack of innovation, poor quality of tourism service, low customer satisfaction, all of that are problem. Secondly, In Yunnan, popular resorts such as Dali, Lijiang have great influx of tourists, leading to increase environmental protections and decrease the quality of service. The small and medium Yunnan tourist attractions publicity is not in place, small spots is mostly unknown. Therefore, to raise awareness of small tourist attractions in Yunnan Province, we make the marketing planning based on the unique tourism resources and rich cultural heritage. Combined with changes and trends of the market, it can make visitors understand Yunnan Province in a short time and enhance the visibility and reputation. Keywords： yunnan； tourism； marketing planning 1 云南省旅游业概况介绍……………………………………………………………… 1 1.1 云南省旅游业发展历程…………………………………………………… 1 1.2 云南省旅游业近四年的营销状况………………………………………… 1 2 云南省旅游业现状分析…………………………………………………… 2 2.1 宏观分析 …………………………………………………………………… 2 2.2 问卷分析…………………………………………………………………… 6 2.3 中小旅游景区分析 ………………………………………………………… 9 3 云南省中小旅游景区营销策划案 ………………………………………… 12 3.1 消费者分析分析 ………………………………………………………… 12 3.2 营销目标 ………………………………………………………………… 13 3.3 创意旅游产品介绍 ……………………………………………………… 13 3.4 云南省旅游品牌形象标志及介绍 ……………………………………… 14 3.5 广告创意 ………………………………………………………………… 15 3.6 活动策划 ……………